A New Marketing Commentator | Written by copywriter, creative director and social media consultant, Bob Cargill, A New Marketing Commentator is an eclectic series of insightful, candid commentaries on the trends, developments, topics and issues that are on the minds of marketers today.

4 Lessons Marketers Can Learn from Local TV News Reporters

Send to KindleThis post was initially published on BostInnovation on July 28, 2011. To read the original post there, click here. Today – thanks to social media, smartphones and other new digital communications platforms and tools – what the savviest of consumers are asking of their favorite brands is almost as much as they’d expect from

The Importance of LinkedIn Recommendations

Send to KindleGiven my outgoing personality, my obsession with the latest news and the fact that I’ve always been an early adopter of new communications tools, it’s no surprise that I’ve been enamored with social media from the get-go. I can’t tell you how excited I was to launch my own blog in early 2004, where I’ve written nearly

10 Ways to Succeed as a Copywriter, Parts 1-10

Send to KindleIf you’ve been reading this blog for the last few months, you know I’ve been writing a series of posts on copywriting. Similar to the approach I took with my series on social media, I’ve looked at copywriting from a 30,000-foot level, focusing on the principles you need to be mindful of if you want to

10 Ways to Succeed in Social Media, Parts 1-10

Send to KindleIf you’ve been reading my blog for a while, you already know about the ”10 Ways to Succeed in Social Media” series of posts I started writing on January 13 of this year and recently concluded on April 5. But what you wouldn’t know is how much I’ve been looking forward to stringing these posts together into one

The Importance of Character in Social Media

Send to KindleBy now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others. They’re finally realizing that – as I’ve said before here on this

The Cure for the Common Sign

February 07, 2013

Bob Cargill

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Lahey Clinic Sign On a visit to the Burlington Mall recently, shortly after I had entered the building, I came across this very cool sign from Lahey Clinic at my feet.

Okay. It’s just a sign, but the marketer in me couldn’t help but be ridiculously impressed with how much it had going for it. Seriously, I was so smitten with its stopping power, I had to, well, stop whatever it was that I was doing and take a picture of it.

I like this sign for more reasons than one…

It’s located on the floor, where you might not necessarily expect to see a sign.
Its message serves to reinforce the Lahey Clinic brand and goes a long way toward the promotion of healthy living.
For walkers, it’s a very practical sign with an extremely useful purpose, providing them with a convenient way to measure the distance they cover.
It helps bring in foot traffic — literally — to the mall, which is obviously good for business.
Lahey Clinic is just a stone’s throw away from the mall, so there’s a clever local tie-in.
The footprints on the sign are inviting and playful, betraying a brand that isn’t afraid to have some fun.
It’s very well written, succinct and to the point, getting a lot of mileage (no pun intended) out of precious few words.

What about you and your brand? How can you make the most of even the simplest of signs? How can you turn an everyday, ordinary message into an extraordinarily powerful piece of creative work? Please don’t hesitate to share your thoughts about this uncommonly cool sign or any others you’ve seen for yourself by posting a comment below. Thanks.

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A Few Words with Myles Bristowe about Marketing, Social Media and More

January 27, 2013

Bob Cargill

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Myles Bristowe

If you work in the Boston area in the marketing or social media space and haven’t heard of Myles Bristowe, I’d be surprised. After all, as a blogger, he’s about as prolific and popular as they come, writing what he’s dubbed Today’s Marketing Cookie almost daily since April of last year.

And that’s just one of his many impressive feats.

The Chief Marketing Officer at Commonwealth Creative, a marketing agency in Framingham, MA, Myles writes each of his Marketing Cookies based on an actual fortune from a fortune cookie sent to him by a friend, follower or fan.

Not too long ago, I was honored to have Myles write a Marketing Cookie dedicated to me. As one of his 60,000+ followers on Twitter, I knew all about his Today’s Marketing Cookie series, but I never thought to ask him to write one for me. Turns out I didn’t have to ask. He reached out to me. Yup. I was very surprised to receive a very thoughtful and flattering Facebook message from him one day, completely out of the blue, asking me to “take a picture of your next fortune cookie and I’ll dedicate a post to you.”

Wow! Talk about an offer I couldn’t refuse!

And while it took me nearly two weeks before I even got around to responding to him, I had to wait less than 24 hours for Myles to write his post after he received my fortune cookie. That’s right, I sent him a pic of my fortune cookie on the night of December 18 and the very next morning he published a new post about it. No wonder he’s so well known. And successful. As a blogger myself, I know what an effort it is to put together a new post, never mind doing it day in and day out. Good for Myles. And good for all of his fans. It is our good fortune to have him in our midst.

I recently asked Myles if he would answer some questions for me by email about his background, his perspective on marketing and social media and, of course, his highly acclaimed Today’s Marketing Cookie project. What I got back from Myles is an incredibly inspirational story about his career up to this point. In the following “interview,” you’ll read all about his strong work ethic, unique talents, innovative spirit, positive attitude and relentless drive. You’ll read all about a marketing pro extraordinaire, the legendary Myles Bristowe.

Bob: Where do you work and what do you do there?

Myles: I serve as the Chief Marketing Officer at CommCreative, headquartered in Framingham, MA. CommCreative has been providing traditional marketing advertising services for over 25 years. In 2007, CommCreative acquired VividContext, a digital marketing company I founded focused on providing social media, search engine optimization and content marketing services. The combination of the two companies created an integrated suite of multi-channel services we call “unified marketing.”

Bob: How did you get started in marketing and, in particular, digital marketing?

Myles: In the early 1990′s, I was working at the deli counter in Wilmore, KY. One day, I decided to have a lunch special and drew a picture of a hot dog on deli paper with a crayon. My drawing somehow caught the eye of a rather large businessman, who took the cigar out of his mouth, pointed to the picture and asked, ”Who, ah, drew this here hot dog?” I responded, “I did.” The businessman looked down at the sign, and then back at me, and said, “You should work for me.” It turned out that the businessman owned a database of every thoroughbred horse that had ever lived, and he needed a “kid” to help him figure out how to put his horses on the Internet. On Monday morning, I traded my deli apron and pricing gun for a desktop computer and built my first direct-dial, text-based Internet site before the invention of the web browser. The rest is history.

Bob: You were ranked #2 on a list of Top CMOs on Twitter, according to Social Media Marketing Magazine. What’s your secret? How did you become so popular?

Myles: In the early days of my social media company, we were helping companies maximize their presence on MySpace. LOL! I have also been an early adopter, but when Twitter was first released, I’ll have to admit, I didn’t quite “get the point” in the beginning, but I decided I would follow anyone who took the time to follow me. After a year of minimal activity, I sent out my most popular tweet ever, which was, “Has Sara Palin ever been para sailin‘?” It was a stupid, irrelevant and useless tweet, but it got thousands of retweets and it opened my eyes to the possible impact of Twitter. The more original content I create, the more retweets and followers I get. When I get lazy and just retweet links from other sources, I don’t get as many new followers.

Bob: What are the most significant changes you’ve seen in the marketing industry over the years?

Myles: Before Netscape launched to replace the Mosaic browser, there were very few websites out there. I remember one day I clicked through the entire Yahoo directory, page by page, so I could say I had visited every known website in the world. Not even 90 days later, the number of new websites being launched each day accelerated at such a rapid rate, it became useless to try and list them. The world was suddenly rushing to what I did for a living. Since then, I have seen rush after rush for each “next big thing.” First was the ability to display images, create tables, or cut a site into frames in the Netscape browser. When Microsoft launched Windows 95 and launched the Internet Explorer, people began talking about “e-commerce,” scrambling to enter the “content management” space or started spending a fortune on improving their “user experience.” Then social media changed the game again, but rather than a focusing on building the perfect website, companies are trying to build a better digital reputation on every site and on every device. The future of marketing will see less of a focus on studying customer data and more of an emphasis on improving customer relationships.

Bob: How has social media changed the way you work?

Myles: I wake up at about 4:30 in the morning every day of the week. The very first thing I do when my feet hit the floor is write a new entry in my daily blog. It takes me about two hours to write each entry, and another half hour to share it through a half dozen channels. This is a significant change to the way I live my life. After an hour commute into the office, I keep Twitter, Facebook, LinkedIn, (and a few others) open all day so I can quickly respond to the feedback and questions I receive. The content I create every day brings me closer to other marketers, and closer to my profession.

Bob: You are a past president of the American Marketing Association Boston. What did you learn from that experience?

Myles: The two terms I served as President for the Boston chapter taught me invaluable lessons about leadership. In order to take our chapter to the next level, we met every weekend for 170 consecutive Saturday mornings. Above all, I learned how to say, “thank you.” The presence of gratitude is the payment I used to acknowledge the countless contributions of the volunteers who gave so generously. When given sincerely, consistently and publicly, saying “thank you” can move unshakable mountains, build energy and momentum — and it gets things done.

Bob: On CommCreative’s CommVersations blog, you’ve been writing Today’s Marketing Cookie almost every day since April of 2012, which is an incredibly impressive feat. Where did you come up with the idea for this series of blog posts, how have you been able to continue writing these posts on such a frequent basis and what have been the highlights of this project so far?

Myles: Last March, Lisa McCarthy, our agency principal, bought Chinese food so we could stay after work and develop a new strategy for our blog. By the end of the evening, we had finished planning our content calendar and Lisa passed out the fortune cookies. Our founder, Bob Fields, handed his fortune to me which said, “it takes a long time to achieve instant success.” After reading it, I thought the fortune might make a good blog post. As the cookies crumbled, and each person around the table read their fortunes, the whole idea just sort of hit me. If Lisa had ordered pizza instead of Chinese food, the Marketing Cookies would have never happened. Writing them in real-time means that I must wake up earlier every day.

I decided that I would try and write 10 blog posts every weekend so I could release them each business day without the daily pressure and always have enough backlog to last two weeks. This plan worked very well until the first weekend rolled around. People began sending me tweets and messages on Facebook asking for cookies on Saturday and Sunday, too. Moving the project to a seven-day weekly schedule rapidly depleted the meager stash of pre-written blog posts I had saved, and I was forevermore committed to writing cookies on a daily basis.

When I first began the project, I think I was trying to prove how smart I was by pontificating about marketing. Then one day, I shared a deeply personal story of when my brother first came home from the Army. The response to a personal story was far greater than anything I had ever written about marketing. Having the courage to share personal stories with my audience, has allowed me to form a deeper and more meaningful connection with my fans and followers.

When the project began, I was opening a cookie every day to write the marketing cookies. One day, Jerry Varner from Richmond, VA, went out for Chinese food and sent me a tweet with a photo of his fortune. The next day, I featured his fortune in the blog. Ever since then, people from all over the world have been sending me photos of their fortune cookies. The fan fortunes are an amazing element of engagement that just sort of happened organically.

Bob: How have you and CommCreative benefited from the success of your Marketing Cookie project?

Myles: The cookies have quadrupled the traffic to our company website and the cookies have attracted two new customers to CommCreative. Mostly I am thrilled to know that people like reading them as much as I enjoy writing them.

Bob: Do you have any other exciting projects in the works? How are you going to top the Marketing Cookies?

Myles: We are currently in the works of creating Marketing Cookies 2.0, which includes a super-charged website for the cookies. One of the new features is a map plotting where in the world the cookies have originated. People will be able to submit their fortunes, see when their cookie is scheduled to be written and there will be more social tools for voting, posting and sharing the cookies. We are also working on the release of two books. The first book will be the blog posts themselves and the second book will be a pocket-sized collection of the “learn to speak marketing” segment.

Bob: Do you have any advice for those who are just getting started with their marketing careers?

Myles: Be coachable. Be teachable. Keep learning. Don’t measure your success by what you know, but rather by how much you can learn. It is true that knowledge is power. However, knowledge is often the only thing that interferes with learning.

To follow Myles Bristowe on Twitter, click here.
To read CommCreative’s blog, CommVersations, where Myles Bristowe publishes his Today’s Marketing Cookie series, click here.

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I’m Running the 2013 Boston Marathon for Christopher’s Haven

January 12, 2013

Bob Cargill

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I’ve done it before and I’m doing it again. I’m running the Boston Marathon for Christopher’s Haven. On April 15, 2013, I’ll be making another historic, heralded 26.2-mile trek from Hopkinton to Boston on behalf of the Boston-based nonprofit organization that bills itself as “a home for kids when cancer hits home.”

The first time I ran the Boston Marathon for charity was in 1996, when I went the distance as a member of the Dana-Farber Marathon Challenge team. Altogether, I’ve run Boston 10 times so far, seven times for charity and three times as an unofficial entrant without a number.

I’ve always loved running, ever since I was a kid. Over the years, I’ve run hundreds of road races, including 13 marathons, 10 half marathons, the Falmouth Road Race (15 times) and the Mount Washington Road Race (three times). But to me, nothing compares to running the Boston Marathon, especially running it for charity, knowing I’m raising funds for a very important cause each and every step of the way.

Christopher’s Haven was founded in 2001 by Dan Olsen, an actor, singer-songwriter and three-time cancer survivor. While receiving treatments at Massachusetts General Hospital, Dan met parents who were struggling to care for their children who were battling cancer while also facing the staggering costs of extended stays near the hospital. After surviving his third bout with the disease, Dan decided to do something to help families like those he’d met. He envisioned a haven for young cancer patients and their families, a place that would free them from concerns about lodging and allow them to focus on treatment and recovery for the children. He envisioned Christopher’s Haven.

Learning up to the 2013 Boston Marathon on April 15, I’ll be using a variety of social media channels to get the word out about my fundraising campaign for Christopher’s Haven, including Twitter, Facebook and YouTube. As you can see (above), I’ve already recorded a short video (thanks to the assistance of my wife, Barbara), a strong, hopeful appeal to anyone who will watch for support and generosity.

I’ve also set up my own personal fundraising page on FirstGiving. If you are willing and able to contribute to my cause, click here.

To learn more about Christopher’s Haven, click here.

Here’s what I’ve written about running the Boston Marathon for charity in the past…

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Do You Guarantee Your Performance on the Job?

December 26, 2012

Bob Cargill

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What’s not to like about a guarantee?

Anyone in marketing knows how good a guarantee can be for business. A strong guarantee goes a long way toward removing any skepticism among your constituency and helps convert leads to sales.

From a consumer’s point of view, it’s reassuring to know that a company believes so highly in its products and services that it’s willing to stand behind them, even if it means having to dole out a refund to anyone who claims dissatisfaction.

A guarantee not only shows confidence in what you have to offer, it’s a powerful demonstration of good faith, a great way of telling those on the other side of the table that there’s no way you’ll be happy unless they’re more than happy with their purchase.

Do you guarantee your performance on the job? In my current search for a new career opportunity, I do. In my new infographic resume, I’ve included a QR code (above) that takes those who scan it straight to Bob’s Guarantee, a page on my blog where I promise to give a new employer or client “everything I have to offer as a copywriter, creative director and social media consultant.”

“If you’re dissatisfied with my work for any reason whatsoever, there will be no charge and no questions asked. No kidding. All I ask is that if you choose to take advantage of this guarantee, you do so within my first 30 days on the job.”

I’m making such a bold offer because, as I state in my guarantee, “I’m confident you’re going to like what you see from me, but amid today’s competitive job market, you might never see a thing unless I go out on a limb to get my foot in the door.”

What’s not to like about that?

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The Picture of New Marketing — The Tablet Computer

December 16, 2012

Bob Cargill

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I did it. I got a tablet. I had been thinking of getting one of these small, mobile, touchscreen computing devices for a long time until I finally bought one last month — on Black Friday, of course — at Best Buy in Marlborough, MA.

I have to admit I haven’t exactly broken it in yet. I’ve only used it a couple dozen times or so, mostly for keeping up with the news on Boston.com and checking my email, not nearly enough to have developed a comfortable, regular routine on it.

I have big plans for my Kindle Fire HD, though. I see myself using it for social media consulting over coffee, lunch and dinner with clients as well as for reading eBooks, listening to music, watching movies, shopping and other random web activities.

Knowing how rapidly mobile marketing, commerce, fundraising and the like are beginning to take off, a tablet of some kind really was a must-have device for me. Like it or not, how brands communicate with their constituents — and vice versa — is increasingly via the mobile web.

What about you? Do you own a tablet? Are your advertising, marketing, sales and fundraising efforts optimized for the mobile revolution? Are you ready for this monumental paradigm shift in how people seek, consume, digest and respond to online news, information, entertainment and miscellaneous content?

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If We’re Talking about Social Media, We’re Talking about a Revolution

November 25, 2012

Bob Cargill

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Thanks to the crazy amount of time I spend talking to others about blogs, Twitter, Facebook, LinkedIn and the like, I’ve had plenty of opportunities to hear practically every reason in the book why some people still haven’t jumped on the social media bandwagon.

Many of these folks claim there aren’t enough hours in the day for them to be spending any more time online, while others say they just don’t understand how to use these new digital tools and technologies.

My own personal theory is that a good percentage of these laggards and stragglers are more concerned about their privacy than they care to admit, afraid of revealing themselves so openly and publicly across the social web.

But to all of these people, I don’t know what to say anymore than what I’ve already said time and again to anyone within earshot about the countless benefits of using social media to engage with customers and constituents, friends and family.

Using social media, you can establish long-term, mutually-beneficial relationships with people you might never have gotten to know otherwise.

You can learn more than you would imagine from complete and utter strangers.

And if you know how to work a crowd, you can find yourself front and center, informing and entertaining your own rapt audience, a tribe of devoted fans and followers who hang on your every word.

But anything I’ve ever said about the efficacy of social media as vehicles for powerful communications pales in comparison to the impact of watching Social Media Video 2013, a cool, new video from Eric Qualman on the prevalence and popularity of social media around the world. See for yourself. Watch it in awe….

To learn more about author, speaker, marketer and social media authority extraordinaire, Eric Qualman, click here.

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Presentation: 10 Ways to Succeed as a Copywriter

October 26, 2012

Bob Cargill

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10 Ways to Succeed as a Copywriter from Bob Cargill

My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history.

Since that first gig writing about popular records (yes, vinyl) and tapes (cassettes and eight-tracks, to be specific), I’ve written about an incalculable number of other products and services, from business cards to books, healthcare to software, magazines to music, travel to tuxedos and more.

I’ve also written direct response fundraising copy for dozens of charitable organizations — which, by the way, has been some of the most satisfying work I’ve done over the course of my career so far.

I may have worked for a number of different companies, developed new skills and taken on new responsibilities — such as creative direction, public speaking and social media — along the way, but I’ve also stayed true to my professional roots.

And after all these years writing headlines and subject lines, direct mail packages and email blasts, blog posts and brochures, teasers and tweets, I’ve drawn a handful of conclusions about what it takes to make a living as a copywriter.

So for those who are interested in learning more about this profession, here (above) is a new presentation of mine based on a list of 10 ways to succeed as a copywriter that I originally wrote and published as a series of blog posts.

I hope you won’t hesitate to view, download and share this presentation with others. And if you know anyone who might be interested in learning more about copywriting, I’m always happy to speak about this topic, so I’d be grateful if you were to point them in my direction. Thanks a lot.

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A Few Words with Victoria Smith about Music, Social Media and More

October 12, 2012

Bob Cargill

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Victoria Smith

She’s a prolific songwriter and an incredibly passionate vocalist, a self-proclaimed “rock chick” with a warm, hungry heart. She’s as bold as she is sensitive, as rugged as she is tender. She’s Victoria Smith, a smart, sassy musician who makes it no secret that she plans to take the music world by storm.

That’s what I wrote about my good friend and former colleague, Victoria Smith, for her official bio on her website. But you’re about to learn a lot more about her here on my blog.

I’ve worked with Vickie, so I can vouch for her industriousness and ambition. She’s a go-getter. I’ve seen her perform live, so I can tell you she’s a fantastic singer with a fabulous future ahead of her. And I know her as a really good friend and a genuinely kind soul, someone who’s blessed with an even-keeled, feet-on-the-ground perspective on life and a relaxed, yet confident temperament that are sure to lead her to success in all of her endeavors.

I recently asked Vickie, who currently lives in Newburyport, Massachusetts, a series of questions about her career as an aspiring musician and her experience with social media. Here’s our Q&A. Enjoy…

Bob: How long have you been singing and playing the guitar?
Vickie: I have played guitar in some capacity for about 11 years. I have been singing my whole life.

Bob: Who are your musical influences?
Vickie: Jeff Buckley, Stevie Nicks, Shawn Colvin, U2, The Cranberries, Marie Digby, Muse, OneRepublic, Michelle Branch, Counting Crows, Elton John, Jonatha Brooke, Jump Little Children, Alana Davis, Alanis Morissette, Neil Diamond, Train, Radiohead, Pete Yorn, Carly Simon, Alana Grace, Lissie, Tracy Chapman, Tom Petty, Simon & Garfunkel, Saving Jane, and so many more…

Bob: When did you start using social media and how do you use it?
Vickie: I started using social media in 2011 mostly for my music profession. I use Facebook, Twitter, ReverbNation and MySpace. I just started to use YouTube as well, but building and collecting content has been a challenge.

Bob: What’s your favorite social media channel? Where are you most active online?
Vickie: It”s a lot to manage by myself, so I find that I go through phases of using one channel more than the other. I find that I use Twitter a lot when I’m on the road, or watching TV, or in the studio – when I only have my smartphone. But when I have my laptop, I use Facebook more. I think my favorite channel is Twitter because you just never know who you’ll end up connecting to. I had a brief tweet exchange with Juliana Hatfield, Anthropologie, Barry Mann & Cynthia Weil (songwriters), and a couple others. You never know what doors will be opened by a simple exchange.

Bob: How has social media helped your music career?
Vickie: It definitely helps promote my shows, connects me to other musicians and fans. It was eye-opening to realize how much social media is the main communication method these days. It’s also given me performance opportunities that I might not have heard about otherwise.

Bob: In addition to using social media, how have you promoted yourself as a musician?
Vickie: Live shows, of course. People still want to hear bands perform live. I also have my official website (victoria-smith.com) where I periodically update my blog and post photos – and, of course, I have Google Analytics installed. After all, I am a marketing geek.

Bob: Who do you follow in social media and what have you learned from them?
Vickie: I follow almost 2,000 people on Twitter from all walks of life and interests: musicians, songwriters – famous, not famous, local, national. I follow friends, artists, stores, brands, funny people, marketing people. When I first joined Twitter, I wasn’t really sure what to say. The interaction is different than Facebook. By observing the tweets from the people I follow, I learned how to mix up my tweets – it’s definitely not always about music or promoting music. Sometimes it’s about running, or sharing something funny, commenting on someone else’s art, asking questions, retweeting something that really impacted you.

I’ve also learned a lot about the people who follow ME. On Facebook for example, 80% of my “likes” or followers are young females age 14-18. I have people following me from all over the world, from the United States to Indonesia. I definitely keep this in mind when I’m posting content and try to be age-appropriate. I understand that I can have an influence on these young people and I want to be a positive highlight in their day. You’ll notice I often share positive quotes about goals and dreams – I do this to speak to the young, to encourage creativity and individuality. After all, I was one of them once…and here I am today still going after a dream.

Victoria Smith

Bob: Who do you think is using social media particularly well these days?
Vickie: Well, you might have heard of Amanda Palmer? If not, Google her story. ‘Nuff said.

Bob: What do you think are some of the biggest benefits of using social media?
Vickie: How connected you can be to people you will never meet. It does allow somewhat of an even playing field and some of the same resources that wealthy or famous people have. Anyone has a chance to be heard.

Bob: What don’t you like about social media? Is there a downside to using it?
Vickie: Exactly the same reason as the benefit I mentioned above. I’m relatively a private person, so it is daunting that anything you say online is permanently saved for life, backed up 30+ times and can come back to haunt you.

Bob: Where can people listen to your music?
Vickie: Spotify, ReverbNation, www.victoria-smith.com, iTunes, Rhapsody, AmazonMp3 – you name it, I’m there!

Bob: Do you have any exciting plans for the future? Any big news you can share with us? Upcoming gigs? New recordings?
Vickie: I’m about 3/4 complete with my debut record. I hope to release it by the end of 2012, or first quarter of 2013. It’s been a two-year project, so I’ll be thrilled to share it with the world. I’ll be throwing a record release party when it’s on the shelves!

I’m also engaging with a local film agency who’s interested in producing a music video for me which I would like to include on my record as a bonus feature and post to YouTube.

Note: You can find Victoria Smith at the following online destinations…

Twitter
YouTube
Facebook
ReverbNation
victoria-smith.com